Celebrity foodie Loyd Grossman is extending his grocery brand with the launch of a range of creamy pasta sauces and pesto.
Premier Foods, which produces the £37m brand [Total IRI 52 w/e June 25, 2005], is hitting the market with Loyd Grossman Creamy Italian Cooking Sauces and two pesto variants from August.
The company reckons the Grossman name as well as a growing taste for authenticity will help reverse a 1% decline in creamy Italian ambient sauces for the same time period.
It believes the decline is due to a gap in the market for a premium creamy offering and
the new Grossman sauces will fit the bill, creating a £1.5m growth opportunity for the category.
The four-strong range comprises Bechamel Sauce for
Lasagne (rsp: £1.89 for 400g), Carbonara with Pancetta, Tomato & Mascarpone with Vodka and Porcini Mushroom with Amontillado Sherry (all with rsps of £1.65 for 340g). Loyd Grossman green or red pesto (rsp: £1.65 for 190g) are made in Tuscany and will encourage consumers to trade up, according to Premier.
Sue Knight, general manager for pickles and sauces at Premier Foods, said the Loyd Grossman brand continued to grow rapidly in an otherwise static ambient cooking sauces category.
“We are committed to sustaining this brand growth through innovation, NPD and focused consumer communication.”
The Loyd Grossman brand is being supported by a £3m TV advertising campaign in 2005.
Claire Hu